Brand Advertising Through Measurable Social Media with Snap Inc.’s Alanna Handelman

Aug 2, 2025

Alanna Handelman, Head of U.S. Commerce & Canada Mid-Market Sales at Snap Inc., shares her insights on the evolving demographics of Snapchat and its significance beyond Gen Z. She discusses the platform's unique audience, particularly adults 35 and older, and how brands can leverage it for effective marketing. Alanna highlights Snapchat's tools for measuring ROI and incrementality, the balance of brand awareness and conversion, and the role of contextual advertising. Discover how Snap empowers mid-tier brands to thrive in the digital landscape.

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ANECDOTE

Parents Use Snap To Reach Grandkids

Alanna and Sri both shared that older family members use Snapchat to stay connected with younger relatives.
Their parents actively use chat and group features to keep in touch with kids and grandkids.

INSIGHT

Snapchat's Mature, High-Spend Audience

Snapchat reaches 900 million monthly active users with 80% over 18 and one in four over 35.
The Snapchat generation has about $2.2 trillion in U.S. spending power.

ADVICE

Use Ads Manager For Full-Funnel Reach

Use Snap's self-serve Ads Manager to run full-funnel campaigns regardless of brand size.
Leverage the same products and white-glove support whether you're mid-tier or enterprise.

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The CPG Guys are joined in this episode by Alanna Handelman, Head of U.S. Commerce & Canada Mid-Market Sales at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

Follow Alanna on LinkedIn at: https://www.linkedin.com/in/alannahandelman/

Follow Snap for Business online at: http://forbusiness.snapchat.com/cpgguys

Follow Snap Business Blog at: https://forbusiness.snapchat.com/blog

Follow Snap on LinkedIn at: https://www.linkedin.com/showcase/snapchat-for-business/posts

This episode is sponsored by Snap, Inc.

Alanna answers these questions:

What do you say to marketers who still think of Snapchat as “just for Gen Z”? Talk to us about your audience proposition.
How does Snapchat compare with other digital platforms when it comes to driving awareness and conversion for CPG products?
Retail media is exploding, but most of it is focused on on-site. Where does Snapchat fit into the off-site retail media puzzle?
How is Snapchat uniquely positioned to support CPG brands in today’s attention-fragmented world? Give us a breakdown of the various products / inventory available to brands and agencies?
Can you talk about how Snapchat is partnering with retailers or data providers to close the loop on attribution and sales lift?
Measurement is always a top concern for CPG advertisers. What’s Snapchat doing to help brands prove ROI or incrementality? What’s the most misunderstood metric in social advertising for CPG, in your opinion?
How do you see AI and personalization shaping the future of ad experiences on Snapchat for CPG brands?
Let’s close by discussing how a partnership with Snapchat works. Start fo finish, what does it take and how does it get executed?

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